The TV Is Smart and Full of Trackers Towards Understanding the Smart TV Advertising and Tracking Ecosystem
Janus Varmarken*, Hieu Le, Anastasia Shuba, Zubair Shafiq, and Athina Markopoulou The TV is Smart and Full of Trackers Towards Understanding the Smart TV Advertising and Tracking Ecosystem Abstract: Motivated by the growing popularity of smart 1 Introduction TVs, we present a large-scale measurement study of smart TVs by collecting and analyzing their network traffic from two Smart TV adoption has steadily grown over the last few years, different vantage points. First, we analyze aggregate network with more than 37% of US households with at least one smart traffic of smart TVs in-the-wild, collected from residential TV in 2018 which is a 16% increase over 2017 [1]. The growth gateways of tens of homes and several different smart TV plat- in smart TV is driven by two trends. First, over-the top (OTT) forms, including Apple, Samsung, Roku, and Chromecast. In video streaming services such as Netflix and Hulu have be- addition to accessing video streaming and cloud services, we come quite popular, with more than 60 million and 28 million find that smart TVs frequently connect to well-known as well subscribers in the US, respectively [2]. Second, smart TV so- as platform-specific advertising and tracking services (ATS). lutions are available at relatively affordable prices, with many Second, we instrument Roku and Amazon Fire TV, two pop- of the external smart TV boxes/sticks priced less than $50 and ular smart TV platforms, by setting up a controlled testbed to built-in smart TVs priced on the order of hundreds of dollars systematically exercise the top-1000 apps on each platform, [3].
[Show full text]